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Google LSAs (Local Service Ads) For Dentists Guide

In today’s digital landscape, having a robust online presence is essential for any business, including dental practices. One powerful tool that can help attract more patients to your practice is Google Local Service Ads (LSAs). The expert team of dental marketing specialists at Rosemont Media put together this helpful guide to walk you through what LSAs are, their benefits, and how you can leverage them to enhance your practice’s visibility and augment your dental search engine optimization (SEO) efforts.

What are Google Local Service Ads?

Google Local Service Ads are a type of pay-per-lead advertisement that appear at the very top of Google search results. These ads are designed to connect local businesses with potential customers who are searching for specific services in their area. For dentists, LSAs can be a game-changer in attracting new patients who are actively seeking services and ready to book an appointment.

Local Service Ads vs. Pay-Per-Click Ads

LSAs and Pay-Per-Click (PPC) ads are both effective paid search tools that can increase the visibility of a business and generate leads, but they differ in key ways. Traditional Google Ads follow the “pay-per-click” model, which enables a practice to target specific keywords and demographics. PPC ads appear towards the top of a page of Google results and are based on a “bidding” system, where businesses set a bid amount for specific keywords that determines how often their ad is shown in search results for those terms. As the name “pay-per-click” might suggest, practices pay each time a patient clicks on their ad. 

By contrast, LSAs are pay-per-lead ads, which offer a more targeted location focus and only incur a charge when a lead is generated. LSAs are designed to increase the quality of the generated leads by specifically targeting users searching for your services in their immediate area. LSAs also come with a “Google Guarantee” badge for businesses that have successfully passed a background check, increasing trust with prospective patients. Furthermore, LSAs appear above both PPC ads and organic search results, and they are often the first thing a potential patient sees when searching for relevant services. That said, LSAs offer less control over specific keywords and demographic targeting than PPCs. 

Ultimately, the most effective dental marketing strategies incorporate a blend of organic search rankings, PPCs, and LSAs. Our team at Rosemont Media works with each dental practice to determine the optimal approach for their region and market, ensuring you are able to make the most of your budget. 

Benefits of Google Local Service Ads for Dentists

  1. Top Placement in Search Results: LSAs appear above the traditional Google Ads and organic search results, ensuring your practice is seen first by potential patients.
  2. Pay-Per-Lead Model: Unlike traditional pay-per-click ads, you only pay for actual leads, which means you’re investing in potential patients who are ready to book an appointment.
  3. Trust and Credibility: LSAs come with a Google Guarantee badge, adding a layer of trust and credibility to your practice, which can be crucial in the healthcare industry.
  4. Targeted Advertising: LSAs allow you to target your ads within specific geographic areas, ensuring you attract local patients who are more likely to actually visit your practice.
  5. Pause Your Ads at Any Time: If your practice is swamped with appointments or taking a holiday, you can pause your LSAs at any time at no charge.

Cons of Google Local Service Ads for Dentists

  1. No Website Link in the Initial Ad: Since LSAs are designed to drive phone calls, there is no direct link to your website in the initial listing. 
  2. No Keyword Optimization: You can only select from the broader business categories outlined by Google, meaning practices cannot target specific procedures the way they can with PPCs.
  3. Very Limited Ad Creativity: Ads are essentially the same for each advertiser so there isn’t an easy way to differentiate yourself. 
  4. Limited Location Targeting: While proximity-based marketing is one of the potential benefits of LSAs, it can also be a potential issue in cases where segments of your targeted audience reside outside the range determined by your office location. This can be especially frustrating for practices located in large cities with lots of competitors.  
  5. No Lead Call Recordings: Unlike other industries, Google doesn’t provide the lead call recordings for the dental market due to HIPPA regulations.
  6. Less Robust Data and Reporting: Google currently only offers 3 performance metrics for LSAs: Ad impressions, top impression rate, and absolute top impression rate. For the leads data, practices are given the phone number of the caller, service type (potentially), if they were charged for the lead/call, and the date of the call. No info is provided on keywords, location, call duration, etc. 

Getting Started with Google Local Service Ads

1. Eligibility and Verification

First, ensure that your dental practice is eligible for LSAs. Google requires businesses to undergo a verification process, which includes background checks, insurance verification, and other steps. Once this process is complete, Google awards the business a Google Guarantee badge, which helps build trust with potential patients.

2. Create Your Profile

Once verified, you can create your profile. This includes providing details about your practice, such as the services you offer, your business hours, the types of insurance coverage you accept, and your service areas. It is important to ensure your profile is complete and accurate to attract the best quality leads.

3. Set Your Budget

Decide on your budget for LSAs. Google provides flexibility in setting a weekly budget, allowing you to control your spending based on the number of leads you want to generate.

4. Manage Your Leads

When your ads go live, you’ll start receiving leads via phone. It’s essential to have a system in place to manage these leads promptly. Responding quickly to inquiries increases the chances of converting leads into appointments. Failure to do so may also result in penalties from Google.

5. Track and Optimize

Google provides detailed insights into your ad performance. It is important to regularly review these metrics to understand which aspects of your ads are working and where there might be room for improvement. Adjust your budget, targeting, and ad copy as needed to optimize your results.

Tips for Maximizing the Impacts of Your LSA Budget

Rosemont Media Can Help 

Google Local Service Ads offer a powerful way for dental practices to connect with local patients actively searching for dental services. By leveraging the benefits of LSAs, you can enhance your online visibility, attract more qualified leads, and ultimately grow your practice. Our dedicated team of dental marketing specialists at Rosemont Media can help make the process as simple as possible, from setting up your profile to monitoring campaign performance to managing your online reputation

Implementing Google Local Service Ads can seem daunting at first, but with the right approach and dedication, it can become a vital part of your practice’s marketing strategy alongside PPCs and organic SEO. Embrace this tool and watch your dental practice thrive in the digital age. Contact Rosemont Media today to learn more. 

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